Page |0
QUALITATIVE RESEARCH TASK 1
Steven Turnbull
9/30/14
Temple University
Consumer Buyer Behavior
Turnbull Page |1
The two restaurants that I have chosen to analyze are Chima and PYT. These are
both located in Philadelphia but are on very opposite sides of the spectrum when it comes
to their industry.
Chima is a Brazilian Steak House that is located right in center city not that far
from the Comcast building. The unique characteristic of this establishment is that it is an
all you can eat style menu. For one person it usually costs about $60-$70 to enjoy all the
salad, bread and meats of all kinds your stomach desires. Deserts however are a la carte
meaning you can chose from a priced menu. Chima serves all kinds of meat including but
not exclusive to filet, sirloin, salmon, and prime rib. The clientele that Chima caters to is
usually in the wealthier sector but you can find all kinds of people dining here. It is very
prevalent during philly’s restaurant week where restaurants like Chima offer specials at a
lower price than usual. Be extra sure that you are in the mood to eat and spend at Chima
between the all you can eat meat and the lack of price advertisement. (Prices presented by
server) Along with all of this the ambiance presented by the Steakhouse is a “sexy
ambiance with succulent food & diverse beverages for adult consumption.” This quote
came directly from their website from one of their customers. Chima is an elegant way to
eat all the succulent meat you desire.
My second restaurant I chose is way on the other side of the restaurant spectrum
and one that I have visited for the first time this past month is PYT burgers. I first heard
about PYT watching an episode of Guys Grocery Games on Food Network and was
amazed that I had never heard of it. They are located in Northern Liberties Philadelphia
Turnbull Page |2
and are known for their outrageous burger concepts which include the donut burger
which is a patty in the middle of a freshly fried donut. Unlike Chima when you come to
PYT you do not need a reservation and you will also know what you are going to spend
before entering. On their website they include their entire menu of burger concepts along
with the everyday options. The clientele that PYT attracts is younger crowds along with
some celebrities. (ie. Lesean McCoy eagles running back) Another thing that brings in
the customers is the adult milkshakes. “The Cookie Monster$10.00- Vanilla ice cream,
whipped cream vodka, crushed oreo cookies & whipped cream.” This is the description
of one adult milkshake on the menu. Pricing on their menu is comparable to an
Applebee’s and is prepared fast with almost no wait. PYT is a burger destination.
When it comes to the comments I read about Chima there is a common theme I
saw throughout every comment. The food is great, meats are delicious but the salad bar is
second to none. The brand personality that Chima presents is an upscale dining
experience very relaxed and eat at your own pace. Unfortunately for Chima they do
compete with a well-known name in Brazilian Steakhouses in Philly with Fogo De Cho.
Surprisingly Chima has done some things differently to set them apart from Fogo in the
market place I read in several comment that Fogo does not offer the types of fish that
Chima does. This is a very attractive thing to people who go with friends who do not
necessarily eat meat. The major thing I got out of each comment was that Chima makes
you remember their great food each and every time you go there.
Turnbull Page |3
Moving on to PYT after reading the reviews I have to say I was a little shocked.
The common theme here is that the service delivered sucks. Honestly I thought this may
have had something to do with the recent publicity cause by the Lesean McCoy
controversy but after going back several years the comments read the same. No single
page on Yelp.com had a consistently good review it was actually more consistently bad.
Their brand personality is handcrafted burgers that no one has ever thought of before
which from the reviews I read they have a pretty good grasp on that but they leave much
to be desired on service. Unfortunately I do not see how PYT is adding value to the
marketplace other that the out of the norm burger concepts which in their location is the
only thing like it around.
Before writing this analysis I thought I was going to choose PYT as the
restaurant I would want to visit but now I am leaning more towards Chima. PYT caught
my attention with its burger designs and adult milkshakes that were priced for a college
student looking for low end gourmet food. But service is a big thing to me, it the reason
why we as people dine out so we do not have to do the work and not have to wait as long.
Personally I am a meat guy and would probably choose either one but the ambiance
created by Chima along with all you can eat meat who would pass that up?
I believe that both restaurants need to stick to social media especially PYT who I
believe are targeting the younger demographic. PYT can create hype using facebook,
twitter, and Instagram. Chima should use the same thing but maybe add in a commercial
or two. The elegance and experience need to be presented visually.
Turnbull Page |4
APPENDIX A
Chima Brazilian Steakhouse Reviews
2012-06-22 00:15:10One-of-a-kind-experience! The best steakhouse, great concept and
food quality! The service was attentive and prompt, our head waiter Eduardo seemed to
appear from nowhere with the necessary items and awesome suggestions like limestrawberry caprinas and an extraordinary red wine. The ambiance, music, and decor all
added to the wonderful night!
2012-12-29 10:09:38came here with my fiancé for our 2 year anniversary and we both
loved it, the ultimate margarita was my only drink I had and the only one I needed... the
food was delicious the servers was great as well as the 2 waitresses... will be back soon.
2013-03-11 12:31:03We truly enjoyed the evening from start to finish, the food was
wonderful, and it just kept coming. I would recommend this restaurant for just about any
occation. I can hardly wait to return. Thank you for an evening to remember! Special
thanks to Nicole our waitress and Eduardo S. who made us fell like home.
2013-04-19 21:01:39I took my boyfriend to Chima to celebrate his 24th birthday last
Friday night. The service was absolutely wonderful and the food was AMAZING! Every
person working was willing to accommodate our every need. At one point the manager
even came over to check on us and clear the table. I was truly impressed with the service,
food and overall atmosphere!
“All the meats are good, but the leg of lamb is an experience.”
“All you can eat steak and salad bar, what isn't there to like? I've been to Chima plenty of
time, along with Fogo but that's another review. Every single trip was always satisfying.
Service is always fast and attentive. Difference between Chima and Fogo Is that Chima
offers two types of fish (Salmon and Swordfish) along with their other various types of
meats (I believe 10 different types) cooked to your preference. My all time favorite side
dish would have to be the cheese bread, to die for! I'd probably get it refilled at least 3
times (don't judge me). Comparing to Fogo, Chima is located in a less busy area where
there are more parking available. The two restaurants are very similar and I honestly
enjoy both (Fogo a little more). Place is $50/Per Person for dinner! **They also have
really good Red Sangria!”
I've been to Chima a number of times. It's definitely decadent. I love the concept of
endless meat. Yes, I'm a carnivore but I love my vegetables too! Gladly, they also have
an endless salad bar. And another great aspect they serve fish too! My favorite cut is
definitely the picanha aka top sirloin, medium rare. And it's always hard for me to flip my
card from green to red even when my mind and body tells me, "You're full!"
Turnbull Page |5
Great food, great staff, great location!
The atmosphere is always great and the food is delicious. Tonight the service was
pedestrian and the gauchos seemed to not make it to our part of the restaurant as
frequently. Perhaps a Sunday night isn't the best choice, it's been better on previous visits.
It's okay...I do prefer Fogo, but I think they have a better salad bar. But I'm not paying
$45 ($50?) a head for salad. The service with regard to the meat was great, but
heavens...if you want to drink, just order three at once because it is impossible to catch
their eyes. I think we actually just ended up getting bottles of wine because it was that
painful. I don't remember the sides so they must not have been Fogo fried polenta
worthy.
*All information sourced from Chima’s website along with Yelp.com
PYT Consumer Reviews
Wacky little burger spot in Northern Liberties. The Good: Awesome menu creativity! On
any given day you might discover anything from a ramen burger to deep-fried lasagna
burger, or a peanut-butter-and-jelly burger to a Hot Pocket burger. PYT's star player,
though, is definitely the Krispy Kreme slider platter! Beef and chocolate-covered bacon
piled onto toasted, sliced Krispy Kreme doughnuts. Mmm! There's nothing else quite like
it. The Bad: Execution is hit-or-miss. The beef itself is excellent, but the toppings and
sauces sometimes aren't quite flavorful enough. Fried chicken sandwiches are average,
and PYT party fries are your run-of-the-mill loaded fries with bacon, cheese, and onions - tasty, but otherwise unremarkable. Service was particularly slow, considering we were
one of only two groups in the whole establishment.
All the press has reminded me I've never given PYT a review! I'll keep it brief:
-I've always been given excellent service
-I've never been shamed for ordering one of their intense veggie burgers (enthusiastically
encouraged, in fact!)
-Food has been delightful- BF loves every meaty burger he has tried, and I was shocked
by how much we liked the fried pickles!
-Awesome happy hour deals!
Bad service deserves 10% tip. Less than that is stealing. And PYT has never, in my
experience, warranted less than a 20% tip. Sorry for jerks, guys. Keep up the good work
:)
I absolutely loved this place. I was in town on vacation, and had a great meal. The
service-- also amazing! Always made sure our drinks were filled and always taken care
of. We were also talking to the server about things to do in the area since we were just in
town on business. And she had some great suggestions on where to go. Overall great
place with great atmosphere.
Turnbull Page |6
Very slow service and weird waiters. Charge you for things you didn't order and then you
have to decide if it's worth your time to correct it and have them make you out like a
criminal. I should have checked yelp for the reviews before coming.
Came here a few weeks back, awful service, very slow and it wasn't even that packed to
warrant it.
We had the doh nut burger (which was amazing) and the taco bun burger (which was just
ok). We sat outside and the ambiance was amazing the little square that the restaurant is
inside it super cool. The service was quite lacking we felt like we were ignored most of
the time. Check this place out if you want to try something daring and delicious.
The food is never a let down, it's always great and interesting. Cheesesteak Tots/ Waffle
Fries are unbelievable!!! There can be a wait at times but it's worth it. The only
complaint I have with the place is the service at times can be slow. I don't know if it's
because they are overwhelmed, but...
Horrible service and sent back food for the first time in my culinary lifetime. Went to
this place on New Year's Day last year and it was excellent, went this year on New Year's
Day and it was awful. Terrible bloodies and stale waffles!
Soooo.... I love this place! the buffalo blue Cheese burger with fries is theeee best!! omg.
and they have really good drinks. The atmosphere is really cool, They have good service,
laid back, and the decor is amusing. I think it's a cool spot to bring friends or kids if
you're on a budget
Well for starters this place has decent burgers. But they aren't anything I would go out of
my way for again.
I have been here twice. Both times the service was terrible. Both times my food took
over 45 minutes to come out. The staff was never around when I needed a napkin or a
refill on my drink. All in all ... this place is overrated and not worth a 3rd trip.
*All information Sourced from Yelp.com